Over the past eighteen months or so, one big change I’ve made to the Facebook business pages that I manage is a massive increase in the amount of visual content posted compared to just about anything else (though always with links, since it’s all about driving that traffic to a web page.)
So this article ‘This Research Will Make You Rethink How You Create Your Facebook Videos‘, which covered stats garnered from thousands of videos to try and analyse exactly what makes the best-performing Facebook video.
However, this kind of info can be misleading, because it assumes that all you need is pure views. This is certainly the case for a lot of Facebook pages, but if you’re trying to market any kind of product, I always end up remembering some advice from a talk at Google Digital Garage (incidentally, if Google ever brings Digital Garage to your town, and I’m not sure if they still do that or if everything is online now, you should go. Seriously, it’s incredibly useful stuff). We were told that, when making videos, it doesn’t necessarily matter how many people see your stuff, just that the right people see it. There may be advantage to a video that is much longer or shorter than this article recommends, if the particular audience that you want will respond to that. Likewise, the list of most popular topics can be misleading – finance and cars might be much less popular than food or beauty products, but in these industries you need far fewer customers to make the same amount of money, so naturally your audience will be much smaller. Overall, articles like this only work as a guideline, because the Facebook audience can’t be regarded as a homogeneous whole, but can be broken down into many, many niches of viewers and customers.